Tim Cook favours Augmented Reality over Virtual Reality, addresses fake news issue

Lynne Hanson
February 14, 2017

While Apple CEO Tim Cook is looking forward to his company's next big idea, which sounds like it's going to be augmented reality-related, he's also stunned by the tech industry's inability to stem the tide of fake news.

How big? How about as big as the iPhone?

Cook told The Independent on Friday that he's excited about AR technology and that he believes it can enhance the way we communicate with others, unlike virtual reality technology, which tends to cut off real, face-to-face interactions.

Tech Firms should concentrate more to take action against Fake News, says Tim Cook. "We have to think through every demographic", Cook said in a rare interview. "I think AR is that big", he continues, "It's huge". And indeed, people seem to agree with the fact that there are small things in their lives that could be improved with the help given by such a development.

This is, however, not the first time Cook spoke favourably of AR.

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The Apple AAPL, +0.89% chief executive has expressed enthusiasm for augmented reality before, but these comments, given during an interview with United Kingdom newspaper The Independent on Friday, lend another hint as to what the company has up its mixed-reality sleeve. He compared augmented reality to the silicon in his iPhone, saying that "it's not a product per se", but a core technology. He said that he prefers more AR instead of VR because it allows you to remain anchored in real world while at the same time offering something extra.

Earlier today, Goldman Sachs analyst Simona Jankowski said that there's a strong chance Apple will incorporate augmented reality features into the iPhone 8. With AR you can, not be engrossed in something, but have it be a part of your world, of your conversation. Cook also asked Government to commence campaigns to crack down on fake news.

Rumours so far have indicated that Apple will follow the likes of Microsoft HoloLens and Google's Project Tango down the augmented reality route, rather than making a fully-immersive VR product similar to the HTC Vive and Oculus Rift. And if past comments from Cook are any indication, a product unveiling could be around the corner.

"There are things to discover before that technology is good enough for the mainstream", he added.

The United States Patent and Trademark Office published Apple's Patent No. 9,560,273, which lays down the hardware framework of an augmented reality device that has enhanced computer vision capabilities, and Patent No. 9,558,581, which provides details of a particular method of overlaying virtual information over a given environment.

Other reports by TheDailyFarc

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